Alright, now take a breath and say it with me…

“AWWWWWWWWWWWW!”

Yes, that’s invariably what you’ll be saying (or at least thinking if you’re trying to play it cool in front of the fellahs) when you see the Pantene Super Bowl 50 commercial called “Pantene Dad-Do.”

It features a few different professional football player dads tackling the task of styling their daughter’s hair. And this ad delivers a take-down hit right in the feels. Well done Deangelo Williams, Jason Witten, and Benjamin Watson: you big, burly men show how it’s done off the field, and that’s where it really counts.